Visit Victoria Puts Live Music At Centre of New Tourism Campaign

Live music plays a key role in a new tourism campaign for Melbourne rolling out across Australia and New Zealand over the next few months. Conducted by Visit Victoria and titled A Twist At Every Turn, the $12 million initiative is the first major interstate promotion for the city since 2011. In addition to live music, it draws attention to Melbourne’s theatre, fashion, sports, shopping, food and wine.

In a 90-second long, cinematic video created by digital agency Clemenger BBDO, four characters wander through the city, looking for an unnamed destination. Every time they turn a corner, they discover a live band, underground theatre, hidden bar, restaurant, park or sporting match. Harry James Angus, Melbourne-born lead singer and trumpeter with The Cat Empire, worked on the sound track.

“Melbourne has the most live music venues of any city in the world per capita,” said Peter Bingeman, CEO, Visit Victoria. “This campaign reflects how visitors experience Melbourne’s many personas — serious, playful, quiet, dramatic and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”

The campaign launched on Sunday 29 October and is running across Visit Victoria’s website and social media channels; paid outlets, including television, cinema, outdoors, digital and social media; and earned media channels, including PR and social media. There’s also a digital platform that allows users to pursue their interests.

“Music Victoria is thrilled that Visit Victoria is promoting live music as one of its key branding pillars,” read a statement on Music Victoria’s Facebook page. “This enhanced branding will result in more visitors and drive audiences for Victorian artists. People in Victoria demand music at every experience, so we expect to see more live music at sporting events, fashion shows, museum and art gallery exhibitions.”

About Music Australia

Music Australia is the only organisation in Australia devoted to music in its entirety. We are a 50-member national umbrella body with activities spanning education, community and the professional industry. We deliver campaigns, information, resources, sector networking, community engagement, a national school music participation program, and demonstration projects.